Lunar New Year
Product launches and activations
Brands from across all categories have launched special edition products for Lunar New Year, with many exclusive to travel retail. Some spectacular activations and campaigns are also capturing the festive spirit and engaging and immersing travellers. Here are some of the highlights.
Engagement and disruption are the central elements of Mars Wrigley International Travel Retail’s (MITR) Lunar New Year promotions.
MITR is combining its global brands and exclusive releases with flexible display options in the campaign. The company said it was aiming to interrupt the shopper journey across all major airports in Asia, including those in Beijing, Singapore, Kuala Lumpur and Bangkok, during the holiday period.
Gifting is the key driver and MITR’s hero gifting format, the Celebrations Casket, with a dedicated Chinese New Year sleeve, a key feature. Celebrations, which offers a combination of the world’s most famous chocolate brands including Mars, Bounty, Snickers and Galaxy, heads the campaign.
MITR said its dedicated Chinese New Year display can be scaled to fit any shopping space. The concept targets Chinese travellers by reflecting core Chinese traditions and values and offers a 360-degree shopper experience which encourages customer engagement.
“About 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year holiday and this represents an unparalleled opportunity to grow the category and drive incremental sales,” said Mars Wrigley International Travel Retail Category Director Raghav Rekhi.
“But that can only be done with products and promotions which are properly crafted and targeted to meet the wishes and needs of our customers, so we are very excited to answer their needs.”
Celebrations for a celebration: The Mars campaign aims to catch the attention of shoppers at every stage of their journey
The concept targets Chinese travellers by reflecting core Chinese traditions and values and offers a 360-degree shopper experience
Time for a break
Nestlé International Travel Retail (NITR) is putting a festive twist on Kit Kat’s VIB (Very Important Break) Lounge concept.
The brand has launched an eye-catching activation at Singapore Changi Airport Terminal 2 in partnership with Lagardère Travel Retail.
The promotion, running throughout January and February, provides a fun and playful twist on the airport lounge. It includes a VIB Lounge interactive display, a Kit Kat Senses Dessert Counter sampling station, Kit Kat floor graphics and a disruptive gold on red ‘moon gate’ centrepiece. This draws attention to a back-wall screen displaying details of Lunar New Year promotional offers and festive messages.
The promotional messages of the campaign are reinforced by a hanging Chinese-style banner highlighting an exclusive -20% discount on selected Kit Kat products.
Engagement with the activation is encouraged by the VIB Lounge interactive display at the front of the lounge space. Customers are invited to ‘upgrade’ by pressing a button, which gives the user a kit Kat-branded lucky red envelope. Games and music also feature while details of a gift with purchase are provided.
The Kit Kat mock London red bus, which has been used in activations at airports including London Heathrow, Singapore Changi and DXB, will also feature. The bus has a small seat for selfie opportunities behind the wheel and incorporates a digital interactive screen that allows the consumer to select fun videos to play and/or write a personal message on the screen.
The Nestlé promotion features a gold-on-red ‘moon gate’ centrepiece feature and the Kit Kat mock London red bus
Immersion and gamification
L’Oréal-owned New York skincare brand Kiehl’s is welcoming the Year of the Rat by unveiling its new ‘Lunar New Year’ pop-up concept in partnership with The Shilla Duty Free at Singapore Changi Airport.
Created exclusively for the airport, the Kiehl’s Lunar New Year pop-up is located at the T3 Departure Hall and runs until 9 February.
The eye-catching pop-up, decked in festive hues of red, features an engaging retail experience that invites guests to explore Kiehl’s bestselling products through various digital touchpoints. Once they step inside the pop-up, guests are greeted with life-sized cutouts illustrated by Australia-based artist Eirian Chapman. It also offers plenty of photo opportunities, gamification elements, and a playful visual introduction to Kiehl’s.
One of the highlights is the ‘Make a Wish’ New Year Wishing Booth, where guests can take photos with a larger-than-life replica of the 2020 CNY limited edition Kiehl’s Ultra Face Cream. Visitors can write their Lunar New Year blessings on an interactive digital screen, personalise it with colours and stickers, and share it with family and friends.
As an added gamification element, travellers can also try their hand at the ‘Tap Tap The Rat’ corner, where they can win attractive Kiehl’s prizes.
The immersive Kiehl’s journey concludes at the Chinese Calligraphy table, where travellers can view a selection of blessings and take them away as mementos. They can opt to have their favourite messages hand-written by an on-site calligrapher, or write their own ‘Fai Chun’ with customised practice sheets provided at the activity station.
Out of this world: Chinese Actor Dylan Wang, who shot to fame for his role in Meteor Garden, was a big drawcard at the launch event for the Kiehl’s Lunar New Year pop-up
Inspire, engage and connect
Shiseido-owned prestige brands Clé de Peau Beauté and NARS have unveiled limited edition Lunar New Year collections that feature red and gold designs.
Clé de Peau Beauté has collaborated with Icelandic artist Kristjana Williams to create a print for the Lunar New Year. Her design marries the brand’s signature key motif with traditional seasonal symbols including butterflies, peony flowers and cherry blossoms. The design is showcased on the limited-edition sleeves of Clé de Peau Beauté’s travel retail exclusive The Serum 100ml.
Clé de Peau Beauté is also marking the tenth anniversary of its popular lipstick shade Legend Red #103 with a limited-edition Legend Color Collection featuring four different lip finishes.
Available in Asia Pacific travel retail, the new range is presented in striking red packaging and features Lipstick Cashmere, Radiant Liquid Rough Shine, Refined Lip Luminizer and Radiant Lip Gloss.
The NARS Chinese New Year Collection offers a selection of the brand’s best-selling ‘cult classics’. Launching in Asia Pacific, Europe, the Middle East and Africa, the range is presented in glossy-red packaging etched with gold.
It includes Light Reflecting Setting Powder, which is designed to enhance the look and feel of wearing foundation, and Singapore Quad Eyeshadow in four colours: Sparkling Pale Gold, Sparkling Metallic Brass, Shimmering Deep Rust Red and Sparkling Antiqued Bronze.
Clé de Peau Beauté is marking the tenth anniversary of its popular lipstick shade Legend Red #103 with a limited-edition Legend Color Collection release
Dressed in festive red: The NARS Chinese New Year Collection includes collectable cushion compact cases
Whyte & Mackay whisky brand The Dalmore has unveiled two limited edition releases.
The first is a 28 year old special edition single malt whisky. It has been matured in American white oak ex-bourbon casks and Graham’s Tawny Port pipes. Only 1,300 bottles have been created, with 300 available exclusively in Asia travel retail. The 70cl bottle, at 51.8% abv, is priced at US$1,800.
Whyte & Mackay has also released a special edition pack for The Dalmore King Alexander III edition. The sleeve is available in major airports globally.
The releases are being supported by an activation campaign, with dedicated in-store stands positioned in airports across the world and a complementary presence on social media. The campaign is featuring at airports including Taoyuan, Singapore Changi, Hong Kong International, Vietnam, Macau, China, Dubai International and London Heathrow Terminal 3.
The 28 year old special edition single malt whisky targets the gift buyer this festive season
Kering Eyewear has unveiled new sunglasses from Gucci which celebrate Chinese New Year. The rounded eyewear features in seasonal campaign visuals shot by leading American film director Harmony Korine at the Disneyland Resort in Orlando.
The sunglasses combine a gold-toned metal frame, with a stand-out enamelled stripe design, and temples which are finished with a white acetate tip. A small interlocking G detail is added on both sides.
Lancôme’s ‘prosperous’ pop-up at cdf Beauty in Tung Chung, in partnership with China Duty Free Group is dressed in red and highlights the brand’s new travel retail-exclusive sets.
The sets feature Lancôme’s popular Absolue Rouge lipstick trio, Absolue Crème Fondante Soft Cream, and the limited-edition 2020 version of Advanced Génifique Youth Activating Serum.
A taste of Arabia
Dubai camel milk chocolate brand Al Nassma has unveiled a ribbon-finished gift pack for the holiday season. The nine-piece box of assorted pralines is exclusive to Dubai Duty Free, with a RRP of AED79 (US$21.50). The retailer’s selection of Al Nassma products is highlighted on the Dubai Tourism WeChat account, which boasts 330,000 followers.
Al Nassma Director of Sales Patrick Dorais noted that an estimated 200,000 Chinese nationals live in Dubai.
“Most will travel home or they will host their families in Dubai so there is a lot of opportunity for sales. They are looking for special gifts and Al Nassma is considered as such,” he said. “We are delighted to play a part in Chinese New Year celebrations and bringing a taste of Arabia to their festivities.”
Al Nassma recently hosted a group of influential Chinese KOLs at its chocolate factory in order to promote the release
“Uncompromisingly elevated” gifting
British fragrance brand Molton Brown has unveiled a series of luxury, traditional and exclusive gifting activations.
Shoppers at World Duty Free will be able to pick up an exclusive Molton Brown Chinese New Year Gift Box. The activation marks the return of the Molton Brown Limited Edition gift box which was first released last year.
The 2019 edition features an illustration from Niki Groom, also known as fashion illustrator Miss Magpie Fashion Spy. It features London landmarks and a Happy New Year tagline in Mandarin.
Molton Brown has also renewed its partnership with iClick to engage Chinese customers in the UK during Chinese New Year via apps including Hyperlocal, Mosocial and Youdao. Through this promotion, Chinese customers visiting the UK will be able to benefit from an exclusive offer of a complimentary Ginger shampoo when they spend £50 in selected travel retail locations. These are London Heathrow, London Gatwick, Manchester, Edinburgh and Glasgow airports, as well as online.
To mark the holiday season, Molton Brown is also offering a limited edition red pouch to travellers buying an eau de parfum or eau de toilette in travel retail locations and standalone stores.
Finally, the gifting promotion will be supported by dedicated campaign visuals and Chinese copy at counters with significant Chinese traffic, as well as a full page advertisement in the British Airways Chinese inflight magazine.
Chinese actress and VIP Lindt brand ambassador Xin Zhilei is the face of Lindt & Sprüngli Travel Retail’s Lunar New Year activations, which are running at major Chinese airports and downtown stores as well as Dubai Duty Free stores at DXB.
Xin Zhilei, who starred in 2018 China box office hit Rescue and has more than 10.5 million followers on her Weibo social media account, will also feature in a social media and digital campaign. Dubai Duty Free customers will be able to take a selfie with her via Lindt’s Magical Selfie Mirror from now until March 2020.
Lindt & Sprüngli Travel Retail has curated a selection of festive Lindt gifts for Lunar New Year, including the Chinese New Year Assorted Lindt Napolitains Carrier Box 500g, with the bestselling Lindt Napolitains available in a collectable sharing box featuring an eye-catching fireworks design. A 145g gift box, liveried in a fireworks motif and filled with Lindt Swiss Masterpieces, will also be available.
Lindor Tubes, available in Chinese New Year colours of classic red (Lindor Milk) and premium gold (Lindor Milk, Dark, White and Hazelnut), are also being offered.
All products in the Chinese New Year range are travel retail exclusive, contain no alcohol, and are available across the Asia Pacific region and worldwide. The launches are being supported with impactful displays augmented with animated fireworks at airports such as Hong Kong, Shanghai, Hainan Island, Taipei, Singapore, Bangkok, Kuala Lumpur, Phnom Penh, Siem Reap, Melbourne and Sydney.
The Moodie Davitt eZine
Issue 275 | 23 January 2020
The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).
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